{"id":9615,"date":"2025-09-11T10:21:51","date_gmt":"2025-09-11T08:21:51","guid":{"rendered":"https:\/\/www.crmcarecloud.com\/?p=9615"},"modified":"2025-09-11T10:21:52","modified_gmt":"2025-09-11T08:21:52","slug":"pouzijte-rfm-segmentaci-v-kampanich-kompletni-pruvodce","status":"publish","type":"post","link":"https:\/\/www.crmcarecloud.com\/cz\/blog\/tutorialy\/pouzijte-rfm-segmentaci-v-kampanich-kompletni-pruvodce\/","title":{"rendered":"Pou\u017eijte RFM segmentaci v kampan\u00edch: Kompletn\u00ed pr\u016fvodce"},"content":{"rendered":"

RFM segmentace nab\u00edz\u00ed v\u00edce ne\u017e jen anal\u00fdzu n\u00e1kupn\u00edho chov\u00e1n\u00ed. M\u016f\u017eete ji snadno za\u010dlenit do kampan\u00ed a zv\u00fd\u0161it tak obrat a z\u00e1kaznickou v\u011brnost. N\u00e1\u0161 tutori\u00e1l n\u00e1zorn\u011b uk\u00e1\u017ee cel\u00fd postup v\u010detn\u011b n\u00e1vrhu kampan\u011b a z\u00e1v\u011bre\u010dn\u00e9 anal\u00fdzy.<\/p>\n\n\n\n

\"blok<\/figure>\n\n\n\n

PRAKTICK\u00c9 VYU\u017dIT\u00cd RFM<\/p>\n\n\n\n

RFM segmentace rozd\u011bluje z\u00e1kazn\u00edky do skupin na z\u00e1klad\u011b jejich n\u00e1kupn\u00edho chov\u00e1n\u00ed: Nejbli\u017e\u0161\u00ed n\u00e1kup (Recency), celkov\u00fd po\u010det n\u00e1kup\u016f (Frequency) a celkov\u00e1 \u00fatrata (Monetary). Takto vy\u010dlen\u011bn\u00e9 segmenty lze prakticky vyu\u017e\u00edt v e-mailov\u00fdch kampan\u00ed. V\u0161e, co pot\u0159ebujete, najdete v aplikac\u00edch CareCloud.<\/p>\n\n\n\n

Pro na\u0161e pot\u0159eby jsme vytvo\u0159ili pseudo-zna\u010dku BeastForm, kter\u00e1 prod\u00e1v\u00e1 fitness dopl\u0148ky, zejm\u00e9na proteinov\u00e9 pr\u00e1\u0161ky. Proto\u017ee jsme pr\u00e1v\u011b p\u0159edstavili novou \u0159adu proteinov\u00fdch p\u0159\u00edchut\u00ed, je na \u010dase vytvo\u0159it kampa\u0148 za vyu\u017eit\u00ed RFM segmentace.<\/p>\n\n\n\n

    \n
  1. Nejprve navrhneme dv\u011b verze kampan\u011b v Email designeru CareCloud: jednu se slevami pro St\u0159edn\u00ed RFM segmenty a druhou bez slev pro Vysok\u00e9 RFM segmenty.\u00a0<\/li>\n\n\n\n
  2. Vytvo\u0159\u00edme odm\u011bnu v aplikaci Administrace & Loajalita.<\/li>\n\n\n\n
  3. Vygenerujeme publika na z\u00e1klad\u011b RFM a ode\u0161leme na n\u011b dv\u011b rozd\u00edln\u00e9 kampan\u011b.\u00a0<\/li>\n\n\n\n
  4. Provedeme anal\u00fdzu kampan\u00ed, kde se zam\u011b\u0159\u00edme na p\u0159esun z\u00e1kazn\u00edk\u016f mezi segmenty RFM.\u00a0<\/li>\n<\/ol>\n\n\n\n

    DESIGN KAMPAN\u00cd<\/p>\n\n\n\n

    Nyn\u00ed vytvo\u0159\u00edme dv\u011b jednoduch\u00e9 \u0161ablony, \"Kampa\u0148 pro st\u0159edn\u00ed RFM\" s d\u00e1rkem a \"Kampa\u0148 pro vysok\u00e9 RFM\u201d bez odm\u011bny. <\/p>\n\n\n\n

    P\u0159i n\u00e1vrhu \u0161ablon obecn\u011b plat\u00ed:<\/p>\n\n\n\n

      \n
    • Nejv\u00edce se zam\u011b\u0159te na p\u0159edm\u011bt a pre-header. Maj\u00ed nejv\u011bt\u0161\u00ed pod\u00edl a tom, zda z\u00e1kazn\u00edci otev\u0159ou v\u00e1\u0161 e-mail a konvertuj\u00ed.<\/li>\n\n\n\n
    • Um\u00edst\u011bte logo (p\u0159\u00edpadn\u011b slogan) do horn\u00ed \u010d\u00e1sti e-mailu.<\/li>\n\n\n\n
    • Tento typ e-mailu by m\u011bl b\u00fdt kr\u00e1tk\u00fd. N\u00e1\u0161 p\u0159\u00edklad obsahuje pouze titulek a CTA, n\u011bkolik produkt\u016f a ilustra\u010dn\u00ed obr\u00e1zky.<\/li>\n<\/ul>\n\n\n\n

      Vol\u00edme minimalistick\u00fd design s \u010dern\u00fdm pozad\u00edm a \u010dervenob\u00edl\u00fdm textem. D\u016fle\u017eit\u00e9 je, aby n\u00e1\u0161 e-mail obsahoval odkazy na soci\u00e1ln\u00ed s\u00edt\u011b a mo\u017enost snadn\u00e9ho odhl\u00e1\u0161en\u00ed.<\/p>\n\n\n\n

      \"\"<\/figure>\n\n\n\n

      Tip \u010d.1<\/strong>: V\u017edy testujte e-maily pro mobiln\u00ed za\u0159\u00edzen\u00ed. Bu\u010f je ode\u0161lete na vlastn\u00ed adresu, nebo pou\u017eijte n\u00e1hled CareCloud, kter\u00fd v\u00e1m p\u0159esn\u011b uk\u00e1\u017ee, jak se e-mail zobraz\u00ed na men\u0161\u00edch obrazovk\u00e1ch.<\/p>\n\n\n\n

      \"\"<\/figure>\n\n\n\n

      Druh\u00fd e-mail \"Mid-RFM Campaign\" promuje stejn\u00e9 produkty, ale p\u0159id\u00e1v\u00e1 d\u00e1rek zdarma. Zachov\u00e1me podobn\u00fd design s t\u00edm, \u017ee informujeme z\u00e1kazn\u00edka o d\u00e1rku zdarma p\u0159i p\u0159\u00ed\u0161t\u00edm n\u00e1kupu.\u00a0<\/p>\n\n\n\n

      \"\"<\/figure>\n\n\n\n

      Jeliko\u017e \u00fa\u010delem t\u00e9to kampan\u011b je vyu\u017e\u00edt nal\u00e9havosti, zad\u00e1me platnost nab\u00eddky a p\u0159id\u00e1me odpo\u010det (lze naj\u00edt jako e-mailov\u00fd blok). Nezapome\u0148te sladit datum s nastaven\u00edm odm\u011bny.<\/p>\n\n\n\n

      \"\"<\/figure>\n\n\n\n

      Tyto dva e-maily budou z\u00e1kladem cel\u00e9 kampan\u011b. V dal\u0161\u00ed \u010d\u00e1sti vytvo\u0159\u00edme specifickou odm\u011bnu pro z\u00e1kazn\u00edky st\u0159edn\u00edch RFM segment\u016f.<\/p>\n\n\n\n

      NASTAVEN\u00cd VOUCHERU<\/p>\n\n\n\n

      Ne\u017e nastav\u00edme voucher samotn\u00fd, mus\u00edme vytvo\u0159it dva specifick\u00e9 segmenty: \"Vysok\u00e9 RFM\" a \"St\u0159edn\u00ed RFM\". Tyto segmenty budou u\u017eite\u010dn\u00e9 nejen pro tvorbu odm\u011bn, ale tak\u00e9 pro nastaven\u00ed samotn\u00e9 kampan\u011b.<\/p>\n\n\n\n

      P\u0159ejdeme do aplikace Z\u00e1kazn\u00edk 360 a vytvo\u0159\u00edme nov\u00fd segment. Vlo\u017e\u00edme do n\u011bj n\u00e1sleduj\u00edc\u00ed segmenty RFM: Do \"St\u0159edn\u00edch RFM\" vkl\u00e1d\u00e1me Promising, Need Attention, About to Sleep, At Risk a Cannot Lose Them. Co se t\u00fd\u010de \"Vysok\u00e9ho RFM\", um\u00edst\u00edme zde Champion, Loyalist a Potential Loyalist.<\/p>\n\n\n\n

      P\u0159i vytv\u00e1\u0159en\u00ed segment\u016f nesm\u00edte<\/strong> za\u0161krtnout funkci \"Flexi\". T\u00edm zajist\u00edte, \u017ee z\u00e1kazn\u00edci, kte\u0159\u00ed v pr\u016fb\u011bhu kampan\u011b p\u0159ech\u00e1zej\u00ed mezi segmenty, nedostanou nedopat\u0159en\u00edm oba e-maily.<\/p>\n\n\n\n

      \"\"<\/figure>\n\n\n\n

      Nyn\u00ed vytvo\u0159\u00edme vlastn\u00ed odm\u011bnu pro St\u0159edn\u00ed RFM segment v sekci Administrace & Loajalita. P\u0159ejd\u011bte do V\u011brnostn\u00edho programu \u2013 Benefity\/vouchery \u2013 Odm\u011bny na pokladnu. Poukaz nazveme \"D\u00e1rek po St\u0159edn\u00ed RFM\".<\/p>\n\n\n\n

      Tyto odm\u011bny nejsou spojeny s automatiza\u010dn\u00edmi sc\u00e9n\u00e1\u0159i, ale vztahuj\u00ed se na z\u00e1kazn\u00edky s ur\u010dit\u00fdmi atributy. V tomto p\u0159\u00edpad\u011b nastav\u00edme odm\u011bnu tak, aby byla dostupn\u00e1 pouze pro segment \"St\u0159edn\u00ed RFM\", kter\u00fd jsme vytvo\u0159ili d\u0159\u00edve. Nejprve nastav\u00edme nezbytn\u00e9 podm\u00ednky: produkty a jejich minim\u00e1ln\u00ed po\u010det.\u00a0<\/p>\n\n\n\n

      \"\"<\/figure>\n\n\n\n

      V podobn\u00e9m nastaven\u00ed nastav\u00edme, jakou odm\u011bnu (d\u00e1rek) z\u00e1kazn\u00edci obdr\u017e\u00ed k nov\u00fdm proteinov\u00fdm p\u0159\u00edchut\u00edm. Nastav\u00edme speci\u00e1ln\u00ed produkt (BeastForm Mini pack 250g) a po\u010det produkt\u016f nastav\u00edme na \"1\".<\/p>\n\n\n\n

      \"\"<\/figure>\n\n\n\n

      Nakonec nastav\u00edme platnost na 20 dn\u00ed, nav\u00edc pouze pro segment St\u0159edn\u00ed RFM, kter\u00fd jsme pr\u00e1v\u011b vytvo\u0159ili. T\u00edm zajist\u00edme, \u017ee tuto odm\u011bnu nebudou moci uplatnit \u017e\u00e1dn\u00ed jin\u00ed z\u00e1kazn\u00edci. Op\u011bt se ujist\u011bte, \u017ee je platnost v souladu s e-mailov\u00fdm odpo\u010dtem.<\/p>\n\n\n\n

      \"\"<\/figure>\n\n\n\n

      VYTVO\u0158EN\u00cd PUBLIKA<\/p>\n\n\n\n

      V t\u00e9to f\u00e1zi vytvo\u0159\u00edme dv\u011b vlastn\u00ed publika: \"Z\u00e1kazn\u00edci s vysok\u00fdm RFM\" a \"Z\u00e1kazn\u00edci se st\u0159edn\u00edm RFM\u201d.<\/p>\n\n\n\n

      V rozbalovac\u00ed nab\u00eddce \"V\u00fdb\u011br z\u00e1kazn\u00edk\u016f podle z\u00e1kaznick\u00fdch segment\u016f a badg\u016f\" vybereme vytvo\u0159en\u00fd segment \"Vysok\u00e9 RFM\".<\/p>\n\n\n\n

      \"\"<\/figure>\n\n\n\n

      Tip \u010d. 2<\/strong>: Mus\u00edte c\u00edlit pouze na z\u00e1kazn\u00edky, kte\u0159\u00ed souhlasili s marketingovou komunikac\u00ed. Toto krit\u00e9rium je na platform\u011b CareCloud nastaveno jako v\u00fdchoz\u00ed.<\/p>\n\n\n\n

      \"\"<\/figure>\n\n\n\n

      \u017d\u00e1dn\u00e1 dal\u0161\u00ed krit\u00e9ria nejsou t\u0159eba. Pro kontrolu p\u0159edb\u011b\u017en\u00e9ho po\u010dtu z\u00e1kazn\u00edk\u016f m\u016f\u017eete kliknout na symbol \"\u03a3\" nad tla\u010d\u00edtkem ulo\u017eit.<\/p>\n\n\n\n

      \"\"<\/figure>\n\n\n\n

      Obdobn\u011b vytvo\u0159\u00edme i druh\u00e9 publikum, ale pouze se segmentem \"St\u0159edn\u00ed RFM\". Nyn\u00ed m\u00e1me dv\u011b publika, kter\u00e1 budou dost\u00e1vat rozd\u00edln\u00e9 verze kampan\u011b.<\/p>\n\n\n\n

      ROZES\u00cdLKA KAMPAN\u011a<\/p>\n\n\n\n

      M\u00e1me k dispozici \u0161ablony e-mail\u016f, slevov\u00fd poukaz a vlastn\u00ed publikum. Je \u010das odeslat kampa\u0148.<\/p>\n\n\n\n

      P\u0159i vytv\u00e1\u0159en\u00ed kampan\u011b je d\u016fle\u017eit\u00fd \u010das odesl\u00e1n\u00ed. Zvolte den a \u010das, kter\u00fd m\u00e1 smysl pro v\u00e1\u0161 typ produktu a z\u00e1kaznickou z\u00e1kladnu. Ve\u010dern\u00ed hodiny a v\u00edkendy se obecn\u011b nedoporu\u010duj\u00ed, ale zna\u010dky orientovan\u00e9 na voln\u00fd \u010das je mohou vyu\u017e\u00edt.<\/p>\n\n\n\n

      \"\"<\/figure>\n\n\n\n

      Kampa\u0148 pro Vysok\u00e9 RFM ode\u0161leme p\u0159edev\u0161\u00edm \u2013 va\u0161i elitn\u00ed z\u00e1kazn\u00edci obdr\u017e\u00ed promo nejprve. Z rozbalovac\u00ed nab\u00eddky vyberte \u0161ablonu \"Kampa\u0148 pro Vysok\u00e9 RFM\" a p\u0159ekontrolujte, zda ji pos\u00edl\u00e1te publiku \"Z\u00e1kazn\u00edci s vysok\u00fdm RFM\".<\/p>\n\n\n\n

      Pot\u00e9 stejn\u00fdm zp\u016fsobem nastav\u00edme \u0161ablonu \"Kampa\u0148 pro st\u0159edn\u00ed RFM\", jen ji spust\u00edme o t\u0159i dny pozd\u011bji. Ujist\u011bte se, \u017ee jste zvolili publikum \"Z\u00e1kazn\u00edci se st\u0159edn\u00edm RFM\".<\/p>\n\n\n\n

      P\u0159ed reportingem po\u010dk\u00e1me, ne\u017e ob\u011b kampan\u011b skon\u010d\u00ed.<\/p>\n\n\n\n

      ANAL\u00ddZA KAMPAN\u00cd<\/p>\n\n\n\n

      Nyn\u00ed p\u0159ejdeme do aplikace Anal\u00fdza & Reporting a pod\u00edv\u00e1me se na v\u00fdsledky na\u0161\u00ed kampan\u011b.<\/p>\n\n\n\n

      Pro z\u00edsk\u00e1n\u00ed z\u00e1kladn\u00edho p\u0159ehledu otev\u0159eme Dashboard, kter\u00fd obsahuje celkov\u00fd obrat z kampan\u011b, konverze, m\u00edru otev\u0159en\u00ed a statistiky propagovan\u00fdch produkt\u016f. Ka\u017ed\u00e1 z t\u011bchto metrik m\u00e1 svou vlastn\u00ed roz\u0161\u00ed\u0159enou sekci.<\/p>\n\n\n\n

      \"\"<\/figure>\n\n\n\n

      Pro na\u0161e \u00fa\u010dely v\u0161ak slou\u017e\u00ed zejm\u00e9na karta \u201cRFM p\u0159echody\u201d, kter\u00e1 p\u0159\u00edmo uk\u00e1\u017ee, jak kampa\u0148 ovlivnila z\u00e1kazn\u00edky. Pokud mno\u017estv\u00ed z\u00e1kazn\u00edk\u016f z ni\u017e\u0161\u00edch RFM segment\u016f p\u0159ejde do vy\u0161\u0161\u00edch, \u00fasp\u011b\u0161n\u011b jste vybudovali jejich v\u011brnost.<\/p>\n\n\n\n

      \"\"<\/figure>\n\n\n\n

      CARECLOUD POSUNE VA\u0160E KAMPAN\u011a VP\u0158ED<\/p>\n\n\n\n

      V na\u0161em tutori\u00e1lu jsme si n\u00e1zorn\u011b uk\u00e1zali aktivn\u00ed vyu\u017eit\u00ed RFM segment\u016f. Nyn\u00ed m\u016f\u017eete vytv\u00e1\u0159et je\u0161t\u011b komplexn\u011bj\u0161\u00ed kampan\u011b, kter\u00e9 se zam\u011b\u0159uj\u00ed na ka\u017ed\u00fd segment zvl\u00e1\u0161\u0165, nebo pou\u017e\u00edvat metriky RFM v marketingov\u00e9 automatizaci.<\/p>\n\n\n\n

      CareCloud toho v\u0161ak nab\u00edz\u00ed mnohem v\u00edce. S ka\u017ed\u00fdm nov\u00fdm tutori\u00e1lem budeme d\u00e1le obohacovat va\u0161e know-how o praktick\u00e9 vyu\u017eit\u00ed na\u0161ich aplikac\u00ed a n\u00e1stroj\u016f. <\/p>","protected":false},"excerpt":{"rendered":"

      RFM segmentation offers much more than insight into buyers\u2019 behavior. You can easily integrate it into campaigns to grow your revenue and customer loyalty. This tutorial shows the whole process, including campaign design and RFM analysis. THE POWER OF RFM SEGMENTATION RFM segmentation divides customers into groups based on their transactions: Recency of purchase, Frequency…<\/p>","protected":false},"author":9,"featured_media":9643,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_wp_rev_ctl_limit":""},"categories":[31],"tags":[21,18,13,17],"class_list":["post-9615","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tutorials","tag-analysis","tag-automation","tag-emailing","tag-loyalty"],"_links":{"self":[{"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/posts\/9615","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/users\/9"}],"replies":[{"embeddable":true,"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/comments?post=9615"}],"version-history":[{"count":1,"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/posts\/9615\/revisions"}],"predecessor-version":[{"id":9644,"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/posts\/9615\/revisions\/9644"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/media\/9643"}],"wp:attachment":[{"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/media?parent=9615"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/categories?post=9615"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.crmcarecloud.com\/cz\/wp-json\/wp\/v2\/tags?post=9615"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}